Before the internet, retail revolved around brick and mortar stores and catalog order fulfillment. Online sales have entirely rewritten that paradigm, introducing significantly different channels that have split fulfillment into digital and physical hemispheres. For years, brands have been treating e-fulfillment as a separate business with its own distribution network. Most have since realized that, even though omni-channel order fulfillment involves complex, multi-form processes, customers just want a consistent and satisfying experience.

Today it’s easier than ever to merge the physical and digital worlds – and it doesn’t involve a price increase.

The holiday season is a time of giving and receiving; UPS alone is anticipating delivering about 750 million packages. However, if you work in retail, it is also the unenviable time of mass returns and exchanges. According to the 2017 Consumer Returns in the Retail Industry report, “Total merchandise returns account for more than $351 billion in lost sales for US retailers.”

Over the past decade, supply chain leaders have increasingly been asked to reduce the cost associated with fulfilling of customer orders on-time and in-full. However, in most cases, they have been asked to do so with less funding while the quantity of orders has increased. Let’s face it; that is tough position to be in.